Ralph Lauren unveils digital identities for millions of products | 10-11-2019 |
Ralph Lauren Corporation (RLC) has announced the launch of Digital Product Identities (IDs) for tens of millions of its products, starting with the Polo brand, as it continues to deliver on its strategic priority to Lead with Digital, to deliver an enhanced consumer experience and drive supply chain innovation, it explains. RLC claims it is the first global retail brand to apply this technology at this scale and in unprecedented ways.
As an iconic global luxury brand, Ralph Lauren’s Digital Product IDs give consumers the reassurance of authenticity paired with a connected product experience. By scanning the Digital Product ID on the product label with a smartphone, consumers can confirm whether their purchase is authentic, learn about the product detail and receive styling tips and recommendations.
RLC’s mass-scale product digitization was led in partnership with EVRYTHNG, the connected IoT platform and technology partner Avery Dennison. Both companies will be exhibiting and speaking at the AIPIA Congress.
Ralph Lauren’s Digital Product IDs are hosted on an agile platform and as the program scales, new features are continually being explored to unlock the full potential of this technology and build a stronger, more personalized relationship between RLC and its consumers.
“The launch of Digital Product IDs demonstrates how we continue to use technology to deliver more for our consumers and ensure the integrity of our products throughout their lifecycle,” says David Lauren, chief innovation officer. “The application of this technology means every Polo product will be ‘born-digital’ which represents a new milestone in data intelligence innovation in our sector.”
The new technology gives consumers the power to authenticate Polo products themselves – simply and immediately, helping to combat counterfeits, grey market items and trademark infringement.
In addition to authentication, creating unique digital identities for each product enables a variety of applications, these include increased connectivity for consumers, who can scan the QR code to receive additional product details and styling recommendations. Across the supply chain, the IDs enable real-time visibility to track product from the point of manufacture and improve inventory management.
Digital Product IDs are being phased into all Polo Ralph Lauren products and are currently available for certain products in select global retail stores and on RalphLauren.com.